Movado Group (NYSE: MOV) has unveiled its highly anticipated global brand campaign, “When I Move You Move,” featuring a distinguished lineup of legendary and emerging talents. This new initiative aligns Movado’s timeless elegance and innovative spirit with a vibrant roster of icons from acting, music, sports, and business. The campaign includes actress and entrepreneur Jessica Alba, Oscar-winning actress Julianne Moore, Grammy-winning rapper Ludacris, NFL superstar Christian McCaffrey, and NBA All-Star Tyrese Haliburton, delivering a fresh and dynamic take on the brand’s commitment to excellence and innovation.
Movement as the Essence of the Movado Brand
For over a century, Movado has symbolized sophistication, artistry, and motion. The name “Movado,” derived from the Esperanto word meaning “always in motion,” encapsulates the brand’s dedication to evolving and pushing boundaries. The “When I Move You Move” campaign exemplifies this ethos by combining iconic figures who excel in their respective fields with the energy of Ludacris’ chart-topping 2003 hit, “Stand Up.” The infectious chorus—”When I move, you move”—serves as the heartbeat of the campaign, inspiring audiences to pursue their passions with vigor.
Efraim Grinberg, Chairman and CEO of Movado Group, emphasized the importance of aligning with individuals who embody the brand’s legacy: “It was important to us that we aligned with individuals that truly represent Movado’s legacy of innovation, commitment to excellence, and iconic design.” Grinberg’s words underline the thoughtful curation behind this campaign, which emphasizes not just the talents’ star power but their alignment with the Movado brand’s core values.
A Stellar Lineup of Talent
Each ambassador in Movado’s new campaign brings a unique blend of style, expertise, and cultural relevance, ensuring that the campaign resonates with a global audience across various fields. Here’s a closer look at the incredible roster:
Jessica Alba: As an acclaimed actress and entrepreneur, Alba represents modern elegance and versatility, which are core elements of Movado’s watch collections. Her participation emphasizes the brand’s connection to both timeless beauty and cutting-edge innovation.
Julianne Moore: Academy Award-winning actress Julianne Moore is a true icon in the entertainment world. Known for her remarkable performances and graceful style, Moore brings an element of classic sophistication to the campaign.
Ludacris: Rapper, actor, and entrepreneur Ludacris brings unmatched energy to the campaign. His Grammy Award-winning music and diverse acting roles, combined with his business acumen, make him the perfect representation of the dynamic and bold spirit that Movado seeks to convey.
Christian McCaffrey: Pro Bowl running back and NFL All-Pro athlete Christian McCaffrey embodies excellence and resilience. His contribution to the campaign reflects Movado’s commitment to high performance and precision.
Tyrese Haliburton: NBA All-Star and 2024 Team USA Summer Olympics gold medalist Tyrese Haliburton represents the future of basketball. His youth, talent, and passion make him an ideal figure to showcase Movado’s contemporary and forward-thinking designs.
Each ambassador dons a unique Movado piece in the campaign, highlighting their individual style while underscoring the versatility of Movado’s collections.
Innovative Collaboration for a Dynamic Campaign
Movado enlisted some of the most creative minds in fashion and photography to bring the “When I Move You Move” campaign to life. The visionary work of Creative Director Robert Lussier from The Style Council, paired with the photographic talents of Mert Alas & Marcus Piggott, ensures a visually stunning campaign. Known for their work with global luxury brands, Alas & Piggott’s photography captures the fluidity of movement and style that is central to Movado’s identity.
Adding to the campaign’s flair, celebrity stylist Mel Ottenberg was tasked with selecting the perfect looks for each ambassador, seamlessly blending haute couture with the clean, modern designs of Movado watches. Meanwhile, movement director Stephen Galloway choreographed the motion sequences, further emphasizing the concept of being “in motion” and allowing each ambassador’s personality to shine through.
The choice of Ludacris’ “Stand Up” as the campaign’s soundtrack adds an undeniable energy. The song’s chorus is not just a catchy hook but a call to action, urging viewers to embrace their own potential and strive for greatness.
A Vision for the Future of the Brand
Movado’s “When I Move You Move” campaign isn’t just about promoting a new line of watches—it’s a statement about the brand’s direction and its place in a rapidly changing world. As Margot Grinberg, President of Movado, explained, “Our goal is to be disruptive and stand out—do something unexpected that will make you stop and want to see more from Movado.” The campaign is designed to appeal to a broad demographic, from long-time watch collectors to a younger, style-conscious audience seeking brands that resonate with their lifestyle.
The campaign also highlights Movado’s commitment to fostering connections across generations. By featuring a mix of legendary and emerging talent, Movado effectively bridges the gap between tradition and innovation, reminding the world that the brand is not only rooted in its historical legacy but is also continuously evolving.
Watches Worn by the Icons
The “When I Move You Move” campaign showcases a variety of timepieces from Movado’s key families. Each icon wears a specific watch model that aligns with their personal style, giving audiences a glimpse of how Movado’s timeless designs can complement any look.
For example:
Jessica Alba can be seen wearing the Movado Esperanza, a model known for its sleek lines and minimalist elegance, perfectly matching her sophisticated style.
Julianne Moore is seen with the Movado Museum Classic, a watch that mirrors her understated, yet commanding presence in the film industry.
Ludacris dons the Movado Bold collection, which complements his bold personality and modern flair.
Christian McCaffrey wears the Movado Heritage Chronograph, reflecting his focus on precision and performance on and off the field.
Tyrese Haliburton showcases the Movado SE, a contemporary piece that aligns with his youthful energy and dynamic career.
This variety reflects Movado’s ability to design watches that are both timeless and trend-forward, making them suitable for every occasion and personal style.
What the “When I Move You Move” Campaign Means for Movado’s Future
Movado has always positioned itself as a brand of movement, not just in a literal sense but in its forward-thinking approach to watchmaking and design. The “When I Move You Move” campaign further solidifies Movado’s place in the luxury market while also appealing to a wider audience.
By aligning with influential figures in entertainment, sports, and business, Movado is demonstrating that its watches are more than just timepieces—they are symbols of personal expression, passion, and excellence. Whether you’re an athlete striving for greatness or an entrepreneur pushing boundaries, Movado’s watches serve as a reminder to always be in motion, always be striving, and always be evolving.
